IKEA wanted to drive some of their most valued FAMILY members to a website, where they could download a £5 voucher if they chose to opt in to email communications. Data suggested that they became even more valuable when they were opted in to both mail and email. This was especially true of the highest value segment within IKEA FAMILY.
In response to the challenge to “send an email with no email address”, the first fabric cross-stitched email was mailed out to this select group. Designed to show how much they were appreciated, it also was intended to show how different IKEA was to other retailers. The aspiration of the piece was that recipients would see it as a keepsake when it would become a permanent reminder of the role IKEA played in their home-making.
The Home Sweet Hem sampler featured a unique url prompting recipients to go online, update their details and receive a £5 coupon to use in-store.
I’m conscious that a lot of award-winning DM comprises mailings that went to only a handful of influencers or, in the case of What3Words, an audience of six. So it’s great to see a piece that went out to thousands and which had the unashamed commercial purpose – to get the recipients to spend more money.
And they did spend more money! IKEA won’t reveal how much more they spent but my guess is it was substantial.
So, I like this idea because it worked.
But I also like it because there was a client behind it who spent a bit of money. As the cliché goes, spend peanuts and you get monkeys. I like it most because the first rule of DM is you have to write a letter on paper and here’s a letter that isn’t.